Eseentially those who do these marathons for charity work hard to make them run successfully and smoothly, and provide a weekend of entertainment to those who are interested. So people who appreciate that and are entertained usually donate directly to the chosen charity in the marathon's name. For example, a mario marathon in late June raised over $11,000 for Penny Arcade's Child's Play charity through direct donations from the viewers.
An alternative some marathons have done is the tried and true "sponsorship" scheme much like a normal athletic marathon, where, for example, people "pledge" beforehand to donate $1 for every hour played or something.
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